Pengaruh Online Consumer Review dan Rating terhadap Minat Beli Produk Kesehatan pada E-Marketplace Shopee Selama Masa Pandemi COVID-19 di Jabodetabek

Abstract

Pandemi COVID-19 menyebabkan peningkatan pembelian produk-produk kesehatan seperti masker, handsanitizer, obat-obatan dan lain-lain. Shopee merupakan salah satu e-marketplace yang sedang berkembang di Indonesia dan menyediakan fitur online consumer review dan rating pada platformnya. Penelitian ini bertujuan untuk menganalisis pengaruh online consumer review dan rating terhadap minat beli produk kesehatan pada e-marketplace Shopee selama masa pandemi COVID-19 di Jabodetabek. Penarikan sampel dilakukan dengan teknik purposive sampling. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif dan SEM-PLS. Hasil analisis menunjukkan variabel online consumer review dan rating berpengaruh positif dan signifikan terhadap minat beli produk kesehatan dengan variabel rating memiliki pengaruh lebih dominan.

COVID-19 pandemic led to an increase in purchases of health products such as masks, handsanitizers, medicines and others. Shopee is one of the growing online marketplaces in Indonesia that provides online consumer review and rating features on its. This study aimed to analyze the effect of online consumer review and rating on purchase intention of health products on shopee online marketplace during the COVID-19 pandemic. The sampling method used in this study was purposive sampling technique. The method used in this research was descriptive analysis and SEM-PLS. The results of the analysis show that online consumer review and rating variables have a positive and significant effect on purchase intention in health products with the rating variable as the dominant influence.